Pain point analysis: what it is and why it matters

Understanding where users get stuck is the first step toward helping them move forward.

Introduction

As we improve services across the University, it's easy to focus on what we're building or delivering. But to truly improve user experience, we need to focus just as much on where things go wrong. That's where pain point analysis comes in.

Pain point analysis helps us understand what's frustrating or confusing for users. It's a simple but powerful way to make our services smoother, clearer and more aligned with real needs.

In this guide, we'll explain what pain point analysis is, why it matters, and when to use it. If you're looking for a step-by-step approach, we've created a separate article that walks through the process in detail.

What Is Pain Point Analysis?

Pain point analysis is the process of identifying where users encounter friction; those moments when a task becomes harder than it should be.

It could be a slow-loading page, a confusing email, a hard-to-find contact number or a long and complicated process. These aren't just minor annoyances. They can lead to task failure, complaints or even users giving up altogether.

Whereas journey mapping gives a big-picture view of the entire user experience, pain point analysis zooms in on the problems within it. It gives us focused, practical insight into specific issues that matter most to users.

Why It Matters

Understanding pain points isn't just about fixing bugs. It can bring meaningful improvements at every level:

For you

You'll be better equipped to make a case for changes that really matter, whether that's simplifying a process, rewording instructions or improving a digital form.

For your team

You'll have clearer evidence of what's not working and why. That helps build shared understanding, reduce debate and align on priorities.

For the wider University

Removing friction makes our services more inclusive, efficient and user-friendly. It supports a culture of continuous improvement and strengthens trust in what we offer.

What Does a Pain Point Analysis Look Like?

A pain point analysis isn't a single format. It's a collection of clearly presented evidence, often shared as part of a short findings summary or slide deck.

However, it can be useful to summarise the findings in a simple infographic like that found below.

Here's what it typically includes:

A brief context statement

A short paragraph that sets the scene. For example:

“We reviewed the end-to-end experience of accessing exam results after repeated complaints about missing emails, login failures and unclear retake guidance.”

A list of identified pain points

Each pain point is described plainly and based on user feedback:

• Email was lost in spam folder. Several users reported missing the results notification because it ended up in spam.
• Forgot password. Users struggled to reset their credentials when trying to access the portal.
• Didn’t receive authentication text. Authentication codes failed to arrive, leaving users locked out.
• Login timed out. Users were unexpectedly logged out midway through the process.
• Couldn't find latest results. Once logged in, many couldn’t locate their most recent exam results.
• Portal extremely slow. Page load times were noticeably poor, leading to user frustration.
• Confused by jargon. Academic terminology on the results page caused uncertainty.
• Confused by retake policy. Students weren’t sure what their grades meant or what action was required.
• Not sure who to contact for help. There was no clear point of contact for support or follow-up questions.

Supporting evidence

This may include:

• User quotes from testing sessions or surveys
• Screenshots of confusing messages or layouts
• Portal analytics such as drop-off points or helpdesk ticket volumes

For example:

• “I couldn’t find the results – it just said ‘view transcript’ but didn’t mention exams.”
• “I had to go digging in my spam folder to find the email.”
• Drop-off rate of 28% during two-factor authentication step.

Visual highlights

Annotated screenshots or mock-ups can be used to show:

• Where users struggled to locate results
• Examples of confusing terminology
• The slow-loading screens or error messages

These help non-UX colleagues quickly grasp the problem.

A short list of suggested areas for improvement

These aren't final solutions, but pointers. For example:

• Improve visibility of the enquiry form on the main graduate funding page
• Add a confirmation screen with next steps
• Set up an automatic email acknowledgement

The aim is to create a concise, evidence-led summary that anyone (UX or not) can quickly understand and act on.

This deliverable can be shared as part of a workshop, used to brief developers or discussed in a wider service review. It gives you a practical way to influence change, without needing lengthy reports or technical deep-dives.

Common Types of Pain Points

Pain points come in many forms. Being able to recognise and describe them helps us know where to focus our efforts.

Usability Pain Points

When a service or tool is hard to use; unclear labels, cluttered layouts, or inconsistent interfaces.

Process Pain Points

When tasks involve too many steps, unclear handovers or confusing decisions, especially across teams or systems.

Support Pain Points

When users can't get the help they need; long wait times, unhelpful auto-replies or missing contact details.

Emotional Pain Points

When users feel stressed, confused, anxious or ignored, often because expectations aren't managed or communication is poor.

Financial Pain Points

When costs, fees or value aren't explained clearly, or when hidden charges come as a surprise.

It's worth noting that emotional and practical pain points often overlap. A minor issue in a stressful context can feel like a major blocker.

When to Use Pain Point Analysis

Pain point analysis doesn't need to be part of a big research project. It's useful any time you're trying to improve a service or better understand what users are going through.

Some good moments to use it:

• After launching something new Understand where users are still struggling post-launch.
• During service reviews or redesigns Pinpoint issues worth fixing before investing in bigger changes.
• When user feedback signals a problem Dig into comments, complaints or drop-off data to see what's really going on.
• To support journey mapping or touchpoint analysis Pain point analysis gives detail to broader insights from these methods.

How Pain Point Analysis Fits into UX Work at Oxford

Pain point analysis complements other UX tools we already use at Oxford:

• It adds detail to journey maps by showing exactly what's causing difficulty at key stages.
• It supports touchpoint interaction analysis by helping us focus on the moments where things go wrong.
• It connects to process flow diagrams by revealing which steps are unclear, redundant or frustrating.

By combining these tools, we can create a fuller picture of the user experience, from the big picture to the finer details.

Final Thoughts

Pain point analysis doesn't need to be complicated. At its core, it's about asking: "Where are people getting stuck, and why?" Then doing something about it.

Even small improvements can make a big difference to someone's experience. And over time, those changes add up to better, more accessible and more effective services across the University.

If you're not sure where to start, talk to a colleague, reflect on recent user feedback or reach out to the UX team. We're here to help.